The Gran Coramino Tequila brand, founded by actor-comedian Kevin Hart and 11th-generation tequila producer Juan Domingo Beckmann, has announced a multi-year collaboration, making their brand the Official Luxury Tequila of the Philadelphia Eagles.
The Die Hart performer, a known Philadelphia Eagles supporter, stunned everyone last year when he was photographed with a pet Eagle in celebration of the Big Game against Kansas City. That same week, he was also seen at several Big Game parties serving Gran Coramino.
“As a die-hard Philadelphia Eagles fan, this partnership marries two of my biggest passions: football and tequila. Last year, I surprised fans with an Eagle to bring luck to my team, but this year, I had to kick it up a notch,” Hart said in a press statement.
“To build anticipation for this football season, my tequila brand signed a multi-year partnership that brings the Eagles and Gran Coramino together. The Eagles are stuck with me now!” he remarked.
The partnership includes promotion on the Eagles’ digital platforms as well as signage inside Lincoln Financial Field. Fans of the Eagles will be able to enjoy refreshments at Gran Coramino-branded bars.
Brian Napoli, Senior Vice President of Corporate Partnerships at Philadelphia Eagles noted that “The opening of the Gran Coramino bar at Lincoln Financial Field will add value and another layer to the premium experience for Eagles fans and guests in attendance.”
Later in the season, Gran Coramino will offer a drawing for season tickets as well as an exclusive tequila-tasting event with Eagles Legends. The Eagles intend to capitalize on the recent boom in celebrity spirits companies and the rise in tequila sales, as more American drinkers switch from beer to liquor.
Gran Coramino is the latest luxury spirits brand to try to gain market share through a league or team partnership. “It’s a big deal! To be in partnership with the Eagles and aligned with Philadelphia in any way is a good and dope feeling!” Hart expressed this to CNBC in an interview.
In addition to owning a tequila firm, Hart has worked with Chase, DraftKings, Fabletics, Old Spice, and other companies. Hart House, a trendy quick-service restaurant specializing in vegan and plant-based cuisine, opened in 2022 by the Hollywood actress.
Hart is also the CEO of HartBeat, a media and production firm he formed to provide a secure environment for creatives to showcase their talents on television and cinema.